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<p>This study addresses the urgent need for service quality improvement in private undergraduate universities amid China’s higher education massification, using Guangdong Province’s 24 private undergraduate universities as a case study. By integrating the SERVQUAL model with importance-performance analysis (IPA), this study collected 756 valid student responses through questionnaire surveys. The findings reveal a significant service quality gap (P = 3.890, E = 4.432), with reliability showing the largest deficit (− 0.710), followed by tangibles (− 0.660), assurance (− 0.553) empathy (− 0.517) and responsiveness (− 0.416). The study innovatively expands the SERVQUAL framework by incorporating “digitization” (3.940/5) and “efficient materials” (3.945/5) dimensions to capture evolving student needs in the smart education era. IPA identifies 4 priority attributes in Quadrant IV and 8 secondary attributes in Quadrant III. ANOVA tests confirmed significant institutional differences in tangibles (F = 2.561, <i>p</i> &lt; 0.05) and reliability (F = 1.769, <i>p</i> &lt; 0.05), with Guangzhou City University of Technology demonstrating superior performance in facility modernization and service responsiveness. This study provides a quantitative toolkit for private undergraduate universities to balance scale expansion and quality enhancement, offering practical insights for China’s higher education development.</p>

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Analysis service quality of private undergraduate universities in Guangdong, China using SERVQUAL and IPA methods

  • 期刊论文

  • 发表日期：

    2025年9月12日

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  • Xiaoshi Chen,
  • Muhamad Zulkiflee Osman,
  • See Nie Lee,
  • Jixu Zhu

摘要

This study addresses the urgent need for service quality improvement in private undergraduate universities amid China’s higher education massification, using Guangdong Province’s 24 private undergraduate universities as a case study. By integrating the SERVQUAL model with importance-performance analysis (IPA), this study collected 756 valid student responses through questionnaire surveys. The findings reveal a significant service quality gap (P = 3.890, E = 4.432), with reliability showing the largest deficit (− 0.710), followed by tangibles (− 0.660), assurance (− 0.553) empathy (− 0.517) and responsiveness (− 0.416). The study innovatively expands the SERVQUAL framework by incorporating “digitization” (3.940/5) and “efficient materials” (3.945/5) dimensions to capture evolving student needs in the smart education era. IPA identifies 4 priority attributes in Quadrant IV and 8 secondary attributes in Quadrant III. ANOVA tests confirmed significant institutional differences in tangibles (F = 2.561, p < 0.05) and reliability (F = 1.769, p < 0.05), with Guangzhou City University of Technology demonstrating superior performance in facility modernization and service responsiveness. This study provides a quantitative toolkit for private undergraduate universities to balance scale expansion and quality enhancement, offering practical insights for China’s higher education development.